68 Precision Marketing satisfaction levels (33%); product preferences (37.8%). 2 As a result, marketers miss knowledge about their customers that they could have had. `Without a deeper customer insight, marketers will be limited in their ability to do meaningful predictive modeling, market segmentation and revenue forecasting,' Neale-May continues. 3 `If a marketer doesn't have the access to that [relevant] data, to do the analysis to see where key behaviors are beginning and ending or where key attributes are, then it can't build out campaigns to be relevant,' says Ben Ardito, Vice President of Professional Services at e-Dialog (an e-mail services provider). 4 Yet this knowledge gap also implies a big opportunity. `Better under- standing of customer behaviors, predispositions, intentions and preferences enables more effective and relevant messaging,' Neale-May says. 5 By collect- ing data to create relevance, marketers gain a real opportunity to leapfrog the competition. Data increase the value of a business. The perceived value of a company's data is between 37 per cent and 40 per cent of the total value of the entire 6